Page 170 - SKU-000506274_TEXT.indd

Lisa Shepherd

2. Focus on just a few awards. Awards applications are
time consuming so focus on ones your firm has a good
shot at. Industry awards are usually good opportunities,
because they are vertical specific, and you’ll have greater
insight into the criteria for the award and the strength of
the competition. If your industry has volumes of awards to
choose from, select the ones that are the most credible
and would be seen as significant by your customer and
prospect base.

3. Schedule the time required for the application process
and fees. Like any marketing tactic, award applications
should be part of the marketing timetable. Add application
due dates and other details (like who is going to complete
the application, questions that may require approval from
various stakeholders, and specific technical details that
need to be included) to your calendar, and make sure to
hit deadlines.

4. Promote your wins! From a B2B marketing perspective,
it isn’t winning the award that’s important but promoting
your win.

Here are a few ways to do that:

• Add it to your website
• Do a press release
• Include an announcement in your upcoming newsletter
• Add it as a postscript on your email signature
• Add the logo to your business card/trade show booth/website
• Hold a special event to celebrate and thank customers
• Display the award or certificate in your boardroom or

other client meeting area
• Include it in the “About” section of press releases, white

papers, and articles

192

© 2012 Lisa Shepherd